5 reasons why CTV is must-see TV
Forget everything you thought you knew about television advertising. Over the past decade, American households have dramatically shifted how they watch TV. Today they rely more on streaming services than either broadcast or cable. Connected TV (CTV) lets them watch what they want, when they want (on the device they want).
CTV offers unbelievable scale, influence, and hyper-targeted personalization on streaming platforms like Amazon Prime, Peacock, and many others. It is as ubiquitous as it is efficient. Because only CTV can ensure that your content reaches your target audience exclusively — a benefit we like to call zero-waste branding.
Let’s break it down by the numbers
88% of American households own at least one internet connected TV device.1
And usage has been growing consistently since 2014.
93% of U.S. adults access streaming video platforms.2
And one in three of the remaining cable/satellite subscribers say they would cancel their connections if their preferred sports content was available on streaming platforms.
40% fewer homes have a cable TV package than they did a decade ago.3
And cable will continue its decline, from 78.2 million households in 2020 to less than 48 million households by 2027.
64% of CTV viewers would prefer to interact with an ad experience, than to pay more for an ad-free subscription.4
Consumers understand that advertising makes less expensive programming possible and they generally welcome ads in CTV environments.
Nearly 70% of advertisers agree that CTV/OTT allows them to target audiences locally in ways that are not possible with traditional TV.5
Investment and optimism for CTV advertising remain high, and advertisers are planning an average increase of 23%.
More good news
Whether you need to reach consumers, members, or providers, WebMD Ignite’s Activation Network CTV accesses a unique database that caters specifically to healthcare organizations. Our national consumer health risk database includes 70+ individual attributes, with the predictive power of 250+ clinical conditions. Models are made up of basic demographics, social data such as lifestyle and education, and clinical data with encounters and family history. Our provider database is made up of 3.2M validated health care providers, allowing for deterministic and consent-based audience targeting. We can reach health care providers by speciality or profession or 1:1 at the NPI level.
Final thought
When you want to get your brand’s content in front of your target audience in the most efficient and effective way possible, consider CTV. People are still watching content (and always will), so why not put your message directly in front of the audience you want to reach? The days of spray and pray marketing are long gone, and CTV gives you the eyeballs you want without the expense of wasted branding.
Sources:
- Statista. Internet-connected TV penetration rate in the United States from 2014 to 2023. https://www.statista.com/statistics/294654/connected-tv-penetration-rate-usa/
- CordCutting. 2023 Annual Streaming Media Report: The Year of Churn. https://cordcutting.com/research/state-of-streaming-report/
- Statista. Number of pay TV households in the United States from 2013 to 2027. https://www.statista.com/statistics/251268/number-of-pay-tv-households-in-the-us/
- Advanced Television. Study: Consumers welcome ads in CTV environments. https://advanced-television.com/2023/03/21/study-consumers-welcome-ads-in-ctv-environments/
- TV Tech. Survey: Two in Three Advertisers Plan Increased CTV/OTT Spend. https://www.tvtechnology.com/news/survey-two-in-three-advertisers-plan-…
